THE NEW NEWS AUDIENCE 12 ways consumers have changed in the digital age Lee Rainie Director – Pew Research Center’s Intern...
2000 46% of adults use internet 5% with broadband at home 50% own a cell phone 0% connect to internet wirelessly <10% use ...
1 – It’s shrinking: 19% get  no  news on avg. day
2 – It’s spending less time with news
% of adults 3 – It’s losing faith in news organizations
3 – It’s losing faith – TV story % of those who could rate news source: PRC People/Press)
3 – It’s losing faith – print story
4 – It’s shifting platforms: the internet rises, especially among broadband users +1,850% -25% -52% +18% -41% -27% % of ad...
% of American adults –  allowed to give 2 sources 4 – It’s shifting platforms by topic, especially among broadband users
28% 26% 4 – It’s shifting platforms by topic, especially among broadband users
5 – It’s segmenting – diff. people use diff. platforms
6 – It’s grazing: news becomes all-day staple
7 – It’s becoming mobile – awareness is ambient <ul><li>29% of mobile phone owners have gotten some kind of news on their ...
8 – It’s customizing – “Daily me” and “Daily us” <ul><li>About half of internet users have personalized a web page, receiv...
9 – It’s polarizing – 2007 data 14% 21%** Radio 44%* 38% Newspapers 6%* 3% MSNBC Cable 11%* 7% CBS Network 17%* 8% CNN Cab...
People-Press news consumer typology 10 – It’s blending platforms
<ul><li>Who they are   </li></ul><ul><ul><li>46% of the public  </li></ul></ul><ul><ul><li>Older, less-educated and less a...
<ul><li>Who they are   </li></ul><ul><ul><li>23% of the public  </li></ul></ul><ul><ul><li>Well-educated, affluent, middle...
<ul><li>Who they are   </li></ul><ul><ul><li>13% of the public  </li></ul></ul><ul><ul><li>Affluent, well-educated, relati...
<ul><li>Who they are   </li></ul><ul><ul><li>14% of the public  </li></ul></ul><ul><ul><li>Least affluent, least educated ...
11 – It’s becoming participatory
The participatory political class <ul><li>55% male – 45% female </li></ul><ul><li>No major racial/ethnic tilt </li></ul><u...
12 – It’s becoming social – networks as news filters, news assessors, meaning makers, audience <ul><li>10% of those with s...
Thank you! <ul><li>Lee Rainie </li></ul><ul><li>Director </li></ul><ul><li>Pew Internet & American Life Project </li></ul>...
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Newnewsaudience 091113094003 Phpapp02

  1. 1. THE NEW NEWS AUDIENCE 12 ways consumers have changed in the digital age Lee Rainie Director – Pew Research Center’s Internet & American Life Project Knight Law and Media Program / Information Society Project Yale Law School 11.13.09
  2. 2. 2000 46% of adults use internet 5% with broadband at home 50% own a cell phone 0% connect to internet wirelessly <10% use “cloud” = slow, stationary connections built around my computer The internet is the change agent Then and now 2009 79% of adults use internet 63% with broadband at home 85% own a cell phone 56% connect to internet wirelessly >two-thirds use “cloud” = fast, mobile connections built around outside servers and storage
  3. 3. 1 – It’s shrinking: 19% get no news on avg. day
  4. 4. 2 – It’s spending less time with news
  5. 5. % of adults 3 – It’s losing faith in news organizations
  6. 6. 3 – It’s losing faith – TV story % of those who could rate news source: PRC People/Press)
  7. 7. 3 – It’s losing faith – print story
  8. 8. 4 – It’s shifting platforms: the internet rises, especially among broadband users +1,850% -25% -52% +18% -41% -27% % of adults (% of all Americans who “regularly” go to news source: PRC People/Press)
  9. 9. % of American adults – allowed to give 2 sources 4 – It’s shifting platforms by topic, especially among broadband users
  10. 10. 28% 26% 4 – It’s shifting platforms by topic, especially among broadband users
  11. 11. 5 – It’s segmenting – diff. people use diff. platforms
  12. 12. 6 – It’s grazing: news becomes all-day staple
  13. 13. 7 – It’s becoming mobile – awareness is ambient <ul><li>29% of mobile phone owners have gotten some kind of news on their phone </li></ul>
  14. 14. 8 – It’s customizing – “Daily me” and “Daily us” <ul><li>About half of internet users have personalized a web page, receive RSS feeds, belong to listservs, or get “news alerts” on the topics of their choice </li></ul>
  15. 15. 9 – It’s polarizing – 2007 data 14% 21%** Radio 44%* 38% Newspapers 6%* 3% MSNBC Cable 11%* 7% CBS Network 17%* 8% CNN Cable 14%* 10% NBC Network 13% 11% ABC Network 25% 22% Local news 10% 24%** Fox Cable 74% 69% All forms of TV Voted Democratic Voted Republican Media choices of Republican and Democratic Voters
  16. 16. People-Press news consumer typology 10 – It’s blending platforms
  17. 17. <ul><li>Who they are </li></ul><ul><ul><li>46% of the public </li></ul></ul><ul><ul><li>Older, less-educated and less affluent </li></ul></ul><ul><li>What they do </li></ul><ul><ul><li>TV is main news source </li></ul></ul><ul><ul><li>Few get news online </li></ul></ul><ul><ul><li>Understand news better by seeing pictures, rather than reading or hearing </li></ul></ul>Audience Segment: Traditionalists
  18. 18. <ul><li>Who they are </li></ul><ul><ul><li>23% of the public </li></ul></ul><ul><ul><li>Well-educated, affluent, middle aged </li></ul></ul><ul><li>What they do </li></ul><ul><ul><li>TV is their main news source </li></ul></ul><ul><ul><li>But most get news online on a typical day </li></ul></ul><ul><ul><li>Greater interest in political news than other audience segments </li></ul></ul>Audience Segment: Integrators
  19. 19. <ul><li>Who they are </li></ul><ul><ul><li>13% of the public </li></ul></ul><ul><ul><li>Affluent, well-educated, relatively young </li></ul></ul><ul><ul><li>58% are men </li></ul></ul><ul><li>What they do </li></ul><ul><ul><li>Web is their main source for news </li></ul></ul><ul><ul><li>Frequent watch news videos online </li></ul></ul><ul><ul><li>Heavy tech usage, strong interest in tech news </li></ul></ul>Audience Segment: Net-Newsers
  20. 20. <ul><li>Who they are </li></ul><ul><ul><li>14% of the public </li></ul></ul><ul><ul><li>Least affluent, least educated </li></ul></ul><ul><ul><li>61% are women </li></ul></ul><ul><li>What they do </li></ul><ul><ul><li>Do not closely follow local, national, international, or business & finance news </li></ul></ul>Audience Segment: Disengaged
  21. 21. 11 – It’s becoming participatory
  22. 22. The participatory political class <ul><li>55% male – 45% female </li></ul><ul><li>No major racial/ethnic tilt </li></ul><ul><li>Skews to upper socio-economic tiers: </li></ul><ul><ul><li>73% have some college education </li></ul></ul><ul><ul><li>56% in households >$50,00 </li></ul></ul>
  23. 23. 12 – It’s becoming social – networks as news filters, news assessors, meaning makers, audience <ul><li>10% of those with social networking profiles get news through those sites </li></ul>
  24. 24. Thank you! <ul><li>Lee Rainie </li></ul><ul><li>Director </li></ul><ul><li>Pew Internet & American Life Project </li></ul><ul><li>1615 L Street NW </li></ul><ul><li>Suite 700 </li></ul><ul><li>Washington, DC 20036 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: http://twitter.com/lrainie </li></ul><ul><li>202-419-4500 </li></ul>
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